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A Pay Per Click Program. Should it be part of your SEM marketing?

Pay-per-click advertising is one of the most popular traffic-generating strategies on the internet. For many advertisers, it’s the core of their SEM marketing program.

Search engine marketing (SEM) is arguably one of the most profitable ways for a business to market online. For many, a Pay-Per-Click (PPC) campaign defines search engine marketing. When handled correctly, a PPC campaign can have an attractive ROI, though it would be a mistake to define SEM solely by a PPC activity.

Within the larger perspective, SEM marketing can be defined as any method used to increase your website visibility on the major search engines. These activities may include a combination of paid efforts in establishing keywords, establishing backlinks, creating pay-per-click campaigns, working with web analytics and web audits. Before jumping on board with a PPC program, advertisers are advised to construct a website marketing strategy that fully integrates with other online and offline plans.

But doing it right isn’t easy; SEM can be a time-consuming and complicated marketing channel to conquer. Online advertising costs can quickly escalate if not managed properly. Skill and experience is required to apply the right design and construction of ads to the right targeted audiences. A/B testing can prove most beneficial in establishing the best PPC ad to work with. Learning the ins and outs of SEM is a skill that takes time, patience, and an analytical mindset.

First Looks considers search engine marketing to be part of an integrated online program–realizing that even after they click, people still need to be convinced, impressed and sold. Including effective search engine marketing (SEO), creative website design, online videos and other internet marketing strategies establishes a fully defined online program for optimal success.

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